Over the last 15 years, fitness benefits have become a common feature in Medicare Advantage plans. The popularity of these plans suggests a strong demand for more health and wellness options. However, innovation in the fitness benefit space has been stagnant. This is where technology, particularly AI, is stepping in. Discover how technology and AI are improving Medicare plans, potentially transforming member health, longevity, and healthcare costs for both plans and beneficiaries.
The Tech Savvy Senior
“Someone turning 65 today is a lot different than someone turning 65 twenty years ago, notes Pete English, Senior Vice President and General Manager of Medicare and Health Plans at PEAR Health Labs. “Today’s Medicare beneficiaries are more tech-savvy than previous generations. They embrace technology, whereas 20 years ago, they almost pushed it away.” Research backs that up. Many seniors have a growing appetite for tech that shows no signs of slowing down. According to recent AARP research, tech ownership is high, with 86% of seniors owning a smartphone and 28% owning a wearable device.
The Challenge of Engagement with Medicare Plans
Although 99% of Medicare Advantage enrollees have access to a fitness benefit, most are not using the benefit. Pete explains, “Based on our experience, the combined use of digital fitness apps and gym visits typically constitutes about 4% of overall usage of the fitness benefit.” Every Medicare or Medicare Advantage Plan struggles with engagement,” says Pete. “And we know there’s a direct correlation between engagement level, reduced healthcare claims, and improved health outcomes. It all comes down to engaging the members and being proactive in thinking about the health conditions they might encounter.”
For example, balance and mobility issues are a big concern with Medicare beneficiaries. One in four adults aged 65 and older experiences a fall each year, making it the leading cause of injury in this age group. “There is an extraordinary amount of research that documents the impact of physical fitness on Medicare beneficiaries in terms of flexibility, mobility, and stability. That’s where fitness solutions come into play.”
How Fitness Tech Addresses the Challenge
Today’s technology removes the barriers to exercise and is simple to use. “With fitness technology like Aaptiv, we can engage with beneficiaries regardless of where they are, whether they want to go to one of our 27,000 brick-and-mortar gyms or stay in their living room and take one of our 9,500 digital classes, many of them explicitly curated for Medicare members. You have to meet them where they are and give them options to engage when, where, and how they want.”
The Power of AI to Impact Personalization and Engagement
Previously, plans relied on generic demographics or assumptions about what members wanted in their fitness options. “With AI-powered solutions like Aaptiv, we create a hyper-personalized fitness plan based on your individual needs and goals,” explains Pete. “The program then continuously adapts your plan based on your feedback and progress, keeping it effective and engaging in the long run.”
He adds, “Think of it like a fitness coach that learns your preferences and suggests activities you’ll enjoy, motivating you to stay active and reach your goals. That’s the power of AI in action. It can be a game-changer for those Medicare plans that struggle with engagement.”
What Sets Aaptiv Apart from Other Fitness Solutions
At its core, Aaptiv is a technology and innovation company. “Our digital solution is second to none,” explains Pete. “We own all the tech internally, here in the U.S., and we don’t outsource to anyone. Importantly there’s no limit to the number of programs we can build. If a carrier wants a specific program just for them, we can do that.”
Additionally, Aaptiv offers the industry’s largest Medicare fitness network, with over 26,000 locations nationwide. This includes access to popular local and national brands and boutique studios specializing in yoga and Pilates, a favorite among the Medicare demographic. Unlike many competitors, Aaptiv memberships allow visits to multiple gyms at the same time, maximizing fitness options.
For those who prefer to exercise at home, Aaptiv offers an impressive library of over 9,500 on-demand classes spanning 16 fitness and wellness categories. From flexibility and mobility training to strength building, sleep guidance, and meditation, there’s something for everyone.
Technology and AI are revolutionizing how Medicare beneficiaries approach health and well-being. Companies like PEAR Health Labs and Aaptiv are tackling engagement issues by offering personalized digital fitness programs and a vast network of in-person options. These innovations are leading to better health outcomes and a more satisfying member experience.
This article includes excerpts from a podcast interview with The Millenium Alliance, a leading technology and business educational advisory firm with the mission of helping transform the digital enterprise.
